Module 6: Internet Psychology and Cyberpsychology
6.3. Psychological theories and models for studying Internet behavior

The Internet has become an integral part of our lives, changing the way people interact and behave. To understand this phenomenon, we can turn to psychological theories and models that help explain why we behave the way we do in an online environment.

1. Social impact in the online environment

Theory of Social Influence (Sheriff's Theory)

Explanation of the influence of social groups on the formation of online behavior.

Application: research on the influence of a PR agency on social networks.

2. The psychology of Internet addiction

Theory of self-regulation

Explanation of the causes of Internet addiction and mechanisms of self-control.

Application: development of programs to combat the negative effects of online addiction.

3. Psychology of consumer behavior in the online environment

Theory of purchasing behavior (TRA Theory)

Analysis of motivation and factors influencing decision-making in the network.

Application: marketing strategies for e-commerce.

4. Application of behavioral economics models

The "neural consumer" model

is a study of the influence of the dopamine system and rewards in Internet behavior.

Application: Understanding the motivation behind online activities.

The use of psychological theories and models is a key tool for studying Internet behavior. Understanding psychological aspects helps in developing effective strategies in the field of social networks, online addiction, e-commerce and other areas where it is important to take into account the behavioral characteristics of users in an online environment.